The Year Democrats Lost the Internet

Perhaps in part because of this exclusionary strategy, the audience Republicans reached was more engaged with the content than Democratic viewers. A recent study by People First and Infegy found that conservative-leaning podcasts hosted by figures such as Rogan and Theo Vaughn had 25 to 33 percent more recent engagements than those featuring Harris. Call her father.

The influencers interviewing Trump this cycle were not political entities. Rogan and Vaughn grew their audiences from their comedy (and in Rogan’s case, sports) careers and the entertainment industry. Their ideologies are amorphous, appealing to diverse audiences across the political spectrum. Both Vaughn and Rogan interviewed Trump, but they also recorded conversations with progressive lawmakers like Sanders, which made it easier for each of them to avoid aligning themselves with either party, ultimately building credibility with their audience.

“The floor has completely collapsed with the online brand of the Democratic Party,” Brock said. “People who don’t care about politics don’t like us. People who are interested and working in politics do not know how to represent us. We see ourselves completely out of touch, and as more people turn to non-traditional ways to get their news and media, we are set for a major setback going forward without a change in strategy.

After last month’s Democratic defeat, progressive critics of the mainstream media have launched their own startup media ventures or are seeking new funding. Amelia Montooth, CEO of Mutuals Media, argues that Democrats need their own culture-focused online show.

“There’s a funnel that I believe started with Barstool Sports reaching a mass audience through pop culture on the right,” Montooth said. “It’s going to take a serious investment, not just from people like the progressive party, but from individuals who care about this work and journalism.”

It will also require risk-taking—one that the Democratic party, currently led by an 82-year-old man, is known to avoid.

“Stick to the same five talking points isn’t going to get you a real viral moment, and it doesn’t matter if one viral moment doesn’t translate into a bigger movement going forward,” says Brock. “Because with criticism and mockery comes engagement, comes conversation, inspires people to defend you and encourages others to help you.”